Project Description:
OLX needed to launch to a new segment of the market and build affinity in a short time. We tapped into the audience’s conversation around economic freedom and the EFF and created a parody figure of The People’s Bae (Dr. Mbuyiseni Ndlozi). Our People’s SIDE bae wasn’ t as sexy or suave as Dr. Ndlozi, but every bit as charming. More importantly he has a message that ‘Setting yourself Economically free’ is easier than you think: Just sell or buy on OLX and save yourself a load of money. One piece in the campaign that got major social media love was an open letter we sent to President Cyril Ramaphosa when there was all that confusion about who would deliver the budget speech. Our man, the People’s side bae, volunteered himself to help ‘Set us all economically free’.